텐센트 온라인 게임 경영전략 보고서

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[해외MBA 경영전략 보고서] 텐센트 온라인 게임에 관한 경영전략보고서

목차

1. Key Issues

2. Company Objectives & Goals

3. External Analysis
1) PEST Analysis
2) 5 Forces Model
3) Life Cycle
4) Competitor Analysis - Netease
5) Segmentation of customer and product characteristics

4. Internal Analysis
1) Company Structure
2) Appraisal of Resources and Capabilities
3) Value Chain Analysis
4) VRIS Analysis

5. Strategic Options
1) Current Corporate-level Strategy deployed by Tencent
2) SWOT Analysis

6. Recommendations

본문내용

Tencent Online Game business has continued to release games in mainstream categories such as MMORPG, Action, Shooter and Strategy to strengthen its hold in these markets whilst expanding to new categories such as ACG games, Blockchain games, AR+LBS games, sandbox games, serious games and battle royale games. In addition to its focus on the domestic market, the company is making a number of moves to bring its self-developed games to the global market, implementing its geographic expansion strategy. Besides its self-developing titles, Tencent continues to license titles as well as fund new titles through its Aurora project.

In this strategic analysis report, we study closely Tencent Online Game business. Through examining its objectives, external environment, internal factors, we devised the strategic options it currently faces as well as laid out our recommendations according to its positioning in the market. The time span this analysis based majorly on was from 2017 to 2018. Tencent’s released financial reports, internet research are two major sources of our analysis.

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